Flag

The flag is the most important symbol.
By using it consistently in all communication over a longer period of time, the flag will be associated with Sweden and its positive attributes. The flag should be associated with innovation, good design and courage. But it must never change shape or be reinvented. We take a consistent approach to the flag, using the Swedish colours and the exact same cross that has existed ever since 19 April 1562.

Flag proportions

Original proportions and colours. The flag dimensions are 5:2:9 horizontally and 4:2:4 vertically.

Avatar

In order to communicate identities on areas with a limited space, so-called avatars are used. Here you’ll find the avatars we use for ‘Brand Sweden’.

Avatar versions

The avatar consists of the flag in the correct proportions and is available in two versions: with a yellow background (Sweden Yellow Standard) or with a light background (white or Winter grey). The avatar is used in contexts where space is limited, such as in social media.

Free space

The space around the avatar is determined by the size of the left-hand blue colour field in the flag.

Use the free space so that the avatar does not seem squeezed in.

Files

Logos

The logo, the primary symbol for ‘Brand Sweden’, consists of the flag and the word ‘Sverige’ (Sweden) – what is known in typography as a ‘bouma’. The reason why we use a bouma is that using the flag alone does not provide a unique logo. It needs to be part of a bouma in order to stand out.

The logo is based on using the name ‘Sverige’ as a bouma, with ‘Sverige’ also translated into the same language that is used for the communication in question. Using ‘Sverige’ as a bouma is about reclaiming the flag. In other words, reclaiming something that has already been used and changed over the years – a bouma that has an origin, as opposed to the English name of the country, ‘Sweden’.

However, only using the Swedish name for the country (‘Sverige’) is unclear, because the majority of recipients do not understand what ‘Sverige’ means. Therefore, we incorporate the word ‘Sverige’ into local translations of the logo and market the brand internationally.

In addition, translating the name into other languages is a friendly gesture and shows a caring approach. Using ‘Sverige’ in the logo is important because we want to portray Sweden as a country of communication.

‘Sverige’ is in this case a clear and unique message as it is used in combinations of the flag together with communicators ‘Swe’ or ‘Sweden’. We create a form that has a clear logo and communicator. The look is consistent and the variation that appears in the local language versions creates a sense of relationship and dialogue.

Main logo

Use in communication in Swedish.

Logo with primary background

Logo

Files

Simply download the files you need by clicking the blue button and selecting ‘Save file’.